Jillions for java

Saturday

Dec 8, 2012 at 6:00 AM

Starbucks is back in the news with several hot items that offer notes of success with overtones of excess.

First came word that the company would offer a rare brew of Geisha coffee at selected locations in the Northwest. Marketed as Costa Rica Finca Palmilera, a 16-ounce cup retails for $7. Perhaps such sales are helping Starbucks with its plans to add 1,500 locations in the U.S. over the next five years, as well as to digest its recent purchase — upscale tea purveyors Teavana.

So much for the chain’s success.

As for the excess, Starbucks is offering — just in time for the holidays, naturally — a stainless-steel gift card loaded with $400 worth of Starbucks happiness. For just $450!

Such, we suppose, are the economics of haute caffeine, and maybe such marketing appeals to that segment of the 1 percent looking to really wake up the world. But by our calculus, there’s nothing grande about giving a company an extra $50 for the privilege of paying their already premium prices for coffee, even if the card is sleek.

Here’s a tip you can share: Starbucks is doing fine. Save your $50, or give it to a local charity.